It has been seven months since Korean performer Psy’s Gangnam Style video and horse dance went viral. What have we actually learnt from this whole craze?
Not much about Korean culture or the essence of multiculturalism. But more about how many of us unconsciously love having fun with those of similar background and how Psy is a one-hit wonder.
As discussed in Psy’s Gangnam Style: This Isn’t Multiculturalism, the media frames used to portray Psy in the media encourages the public to see him as just an entertaining entertainer as opposed to appreciating diversity within society or interacting with others of Korean culture – hence Psy can be described as a racial “isolating viral act”.
Everyday people have been spurred by Gangnam Style into banding together with their immediate friends and colleagues – those who are of similar background and speak the same familiar language(s) – with the sole purpose of mimicking the horse dance with a local twist.
Thousands of parodies, localised versions of Gangnam Style are up on YouTube. For instance, Malaysian radio DJs and entertainers have made a Gangnam Style parody titled “KL Style”. Singaporean youths have come up with one called “Singapore Gangnam Style”, jiggying to the song’s beat.
Many have chosen to mimic the unique entertainer for amusement’s sake and in the process are stimulated to unite with people of the same ethnicity without a thought for the importance and significance of Korean culture has in society today.
From the very beginning of the Psy phenomenon, there has been constant speculation that the horse-dance is a craze that will fade away in due time.
This is indeed a valid argument: many are now turning their attention and going ga-ga over the Harlem Shake, arguably made famous by a viral Harlem Shake video put together by a group of youths in Australia. This latest (video) craze features ordinary people erratically dancing along to the first 30 seconds of up-and-coming New York DJ Baauer’s song Harlem Shake. Like Gangnam Style, countless parodies of the Harlem Shake have made their way to YouTube.
The world is essentially captivated by the vigorously shaking bodies of those in the Gangnam Style and Harlem Shake videos.
As such, to a substantial degree it is fair to say that individuals are not attracted to Psy because he is a Korean entertainer with a song that has a serious message about Korea’s Gangnam district, but a Korean entertainer with an outrageous dance move.
News headlines such as “Harlem Shake: Move Over Psy’s Gangnam Style” and “Harlem Shake Meme: the New Gangnam Style” have accompanied media coverage about this new trend. Now that the Harlem Shake is the “in-thing”, the media is seemingly attempting to push Gangnam Style out of the picture. Psy and all things Korean have had their time in the spotlight, and this suggests that there is little room for prolonged features on Korean or ethnic minority in the media.
It is interesting to note how Psy himself has been increasingly emulating the traits of a typical, popular, cookie-cutter, superstar entertainer – a product of a capitalist-focused entertainment industry. Over the past few months, Psy has been shuttled around the world from New Delhi to Los Angeles, paid to perform Gangnam Style for adoring audiences. Psy was even specially invited to perform in Malaysia as part of Lunar New Year celebrations earlier this year.
Psy is essentially a money-making machine controlled by record companies that strive to make financial profits. Fostering harmonious relations among people of different races through music is generally not at the forefront of their agendas (although perhaps for the artist personally it is), but making a buck out of Gangnam Style is.
The fact that many people of various races enthusiastically, repeatedly watch and listen to Gangnam Style – a foreign language song to them – is arguably one positive that has arisen from the Psy phenomenon. Quite a number of us are willing to embrace cultural diversity within our communities – only if it floats our boat.
In the case of Psy, it is probably the fact that he is a non-threatening, funny performer and it is this that makes him likeable.
However, at the end of the day, it is hard to see how anything fruitful can be derived from mimicking Gangnam Style or the Harlem Shake, let alone watching parodies of the crazes online. This include learning about or even thinking about multiculturalism.
Multiculturalism is about respecting and understanding people of different races and learning to get along with them.
If we are to foster multiculturalism in our communities, we should start looking away from our computer screens and start interacting with people of different races around us.